Vox Crashes the NewFronts, Pitches Content Marketing to Brands
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Vox Media on Thursday hosted an “upfront” presentation in New York, where the company revealed another way it plans to make money: to not only create branded videos and articles for advertisers, but also offer them the services of the content management system its journalists use to publish.
The digital-only publisher wants to lure brands with a product called Chorus for Advertisers — Chorus is the name of Vox’s content management system — which “enables the creation, distribution and measurement” of branded content and provides “detailed data to ensure this content reaches the right audiences, in the right formats, at the right time,” according to the company.
DigitasLBi has signed on to give its clients access to Chorus, Vox CEO Jim Bankoff said during the pitch, which came during the official Digital Content NewFronts but was not a sanctioned part of them.
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